Sep 5, 2014 -
Building a successful pay-per-click (PPC) campaign can sometimes be viewed as "sculpting" in the sense that you need to chip away at the parts that won't help you achieve your conversion goals until you are left with a strategy that works.
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Aug 8, 2014 -
There has been much confusion about the changes to Google's Quality Score. Here's a look at how things have changed, how they've stayed the same, and what marketers should do going forward.
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Jun 13, 2014 -
There is a lot more to bidding, keywords, queries, Quality Score, and overall prioritization of effort in a PPC account than initially meets the eye. Thinking in multiple dimensions is a must.
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Feb 20, 2014 -
It's important to adopt the proper balance between an expansionary approach and a stance of vigilance. In the right proportion, the "suspicious mind" is a sharper campaign manager than the pure optimist, or the "laissez-faire" thinker.
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Oct 29, 2013 -
In PPC, always leave space for continued refinement and new discoveries, but don't take this as carte blanche to deviate from million-dollar-proven rules, just for the sake of idle curiosity. Columnist Andrew Goodman explains.
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Jul 12, 2013 -
By creating bespoke outcomes, you're not only providing a client with the high-value-added service they deserve, but you can feel a bit more creative than you would using somebody else's methodology.
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